Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Examining the Impact of Anthropomorphism in AI-Generated Advertising Content on Trust and Attitudes in Digital Advertising: The Mediating Role of Social Presence

Authors
Helia Alamdari
Arash Khalili Nasr
Ali Baghbannezhad
Department of Management, Faculty of Management and Economics, Sharif University of Technology, Tehran, Iran
10.22034/asm.2025.2052523.3347
Abstract
Artificial intelligence is evolving and progressing remarkably, and its positive effects are visible in various fields. However, we have witnessed a significant decline in public trust in this technology worldwide in recent years. Statistics show that global trust in artificial intelligence has decreased from 62% in 2019 to 54% in 2024. This downward trend highlights the need to examine the factors affecting trust in artificial intelligence. This study uses the Social Presence Theory to examine the impact of anthropomorphizing AI-generated Advertising content on individuals' trust in this technology, where social presence serves as a mediating variable in the process. The research was designed experimentally and data were collected from people living in Tehran through a questionnaire and non-probability sampling method. In total, 152 valid responses were received from participants. SmartPLS software was used to analyze the data. The empirical findings of this study show that a friendly and sincere tone in AI-generated content, as a symbol of anthropomorphism, increases social presence. Social presence, in turn, positively affects trust and mediates the relationship between anthropomorphism and trust. Furthermore, trust in AI-generated content improves customer attitudes. These results have important practical implications for marketers and developers, suggesting that using a friendly tone in AI communications can foster trust and improve customer attitudes.
Keywords
Advertising
Anthropomorphism
Artificial Intelligence
Social Presence
Trust

Subjects